Music marketers who have tested out Reels said they're still working out some of the kinks on strategy, but are hopeful that Reels will help their clients reach a new audience outside of TikTok. TikTok and Reels have a different set of stars with separate content styles , which has required some finesse on the part of campaign managers.
Marketers at the music agency Songfluencer noted that the lack of a clear song discovery page in Reels — aon TikTok — has made it less likely that influencer videos on Reels will lead to the creation of user-generated videos using the same tracks. "Omitting [Reels] from your plan because you think TikTok is the only solution, there's air in that mindset," he said. "That said, it depends on your budget. If you only have $5,000 in your budget, I'd say I'm going to spend it on TikTok."
: Business Insider compiled a list of the music marketers, artists, digital creators, and record labels that are using TikTok to reshape popular music. A Sony Music exec explains the label's TikTok strategy and how it responds when a song like 'Break My Stride' catches fire
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